Published on: March 3, 2026, 06:40h.

Updated on: March 3, 2026, 06:40h.

• Casino.org speaks with Sarah Robertson, Chief Commercial Officer of Kambi Group
• Ontario Lottery and Gaming Corporation (OLG) launched the new Proline+ sports betting platform this January
• OLG aims for a competitive advantage in Ontario’s crowded iGaming landscape

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More than a month into its strategic alliance with the Ontario Lottery and Gaming Corporation, Kambi Group has fully taken over the management of OLG’s multi-platform sportsbook. With Kambi’s robust sportsbook technology, OLG is now well-equipped to develop and implement team-focused market specials in a highly competitive iGaming environment.

An Insightful Discussion with Kambi’s Executive

Casino.org engaged in a discussion with Kambi Group’s Chief Commercial Officer, Sarah Robertson, regarding their partnership’s progress and the advancements in the OLG platform, amid stiff competition from 48 licensed private operators in the Ontario market.

OLG has been proactive in enhancing their services since the private iGaming segment commenced in April 2022.

According to OLG’s executives, the competitive landscape has significantly improved their operations. They released the Proline+ single-event sports betting platform in August 2021.

The synergy with Kambi has positioned their sports betting functions to compete with industry giants like BetMGM and DraftKings, who are also active in Ontario.

A Competitive Landscape

Robertson shared insights on how the Kambi-OLG partnership distinguishes the Proline product in a fast-paced market. As reported by iGaming Ontario, the province’s market generated $4 billion in gross gaming revenue in 2025, not accounting for OLG’s own platform revenues, which are anticipated to reach $1 billion by 2028.

“Kambi aims to deliver a premium, adaptable sportsbook that aligns with the needs of OLG and its user base,” she stated.

“Our priority lies in offering an intuitive, seamless user experience along with a broad spectrum of betting options, enhanced by our sophisticated Bet Builder to keep fans engaged with their preferred sports.”

“A significant differentiator is the integration of digital and retail platforms. Through OLG’s extensive retail presence, users can effortlessly switch between channels, fostering a more inclusive and unified betting experience.

Collaboration with Bede Gaming

Leveraging Kambi’s AI-driven trading, advanced risk assessment, and industry-leading product and UX, we ensure a sportsbook that provides Ontario bettors an unparalleled experience at the forefront of contemporary capabilities.”

Kambi’s collaboration with Bede Gaming has introduced a player account management system that enriches the Proline+ user experience. Kambi has had a longstanding partnership with Bede, resulting in a scalable, API-first platform that allows OLG to adapt its offerings over time. The PAM system enhances player personalization by utilizing real-time data and flexible promotional strategies, she added.

“When integrated with Kambi’s comprehensive sportsbook technology, it guarantees users a fluid, engaging, and feature-rich betting experience across the platform,” she noted.

Commitment to Regulatory Standards

The emphasis on regulatory compliance in areas such as problem gambling and data privacy has been fundamental to the Proline+ launch in Ontario’s stringent market. Robertson highlighted Kambi’s compliance team, which collaborates closely with business partners and regulatory authorities. A remarkable 98% of Kambi’s revenue originates from well-regulated markets.

In Ontario, Kambi partners with several operators, including OLG, allowing us to bring substantial local expertise and a profound understanding of the province’s regulatory and competitive environment,” she remarked. “This knowledge aids in ensuring a seamless, compliant rollout and smooth ongoing operations pursuant to the regulatory framework.

“Broadly speaking, Kambi is committed to delivering a fully compliant, secure, and scalable sportsbook platform fortified with stringent controls regarding data management, reporting, and operational integrity. Player protection measures are implemented in close cooperation with our partners, adhering to each market’s regulatory standards to ensure a responsible and compliant player experience.”

Passionate Local Support

Betting loyalty among Ontarians, especially toward local teams like the NHL’s Toronto Maple Leafs and MLB’s Toronto Blue Jays, stands out. This passion was evident during the Blue Jays’ World Series matchup against the Los Angeles Dodgers last fall.

The key differentiator in Ontario lies in how effectively operators engage this enthusiasm—offering team-oriented promotions that resonate with fans, such as targeted odds or profit boosts during significant moments of the season. OLG has harnessed Kambi technology to create and implement these promotional strategies.

“From a product standpoint, we are expanding player prop markets and enhancing combinability within our already robust Bet Builder,” Robertson explained. “This provides fans with new ways to engage with their beloved teams and players, especially in high-stakes sports such as hockey and basketball.

“Retention is equally crucial; we are creating seasonal connections that keep players engaged all year. For instance, cross-sport incentives can offer rewards to bettors who wager on a hockey match with a free bet for basketball or baseball, maintaining interest as different sports seasons transition.”

Encouraging Early Achievements

Robertson emphasized that while it’s still early in the Kambi-OLG collaboration, efforts have centered around ensuring stability and familiarizing users with the new interface and navigation.

Nonetheless, a major enhancement has been the substantial increase in the diversity of available bets,” she indicated. “Users now have access to a wider array of sports, markets, and bet types than ever before—including combinability across different events and sports, resulting in customizable odds on demand—marking significant progress in choice and engagement.

“As players acclimate to the updated platform and capitalize on the expanded offerings, we anticipate continual improvements in their overall experience and retention metrics.”